摘要
目的:从心理效应角度对品牌的心理效应进行剖析,并且分析品牌和消费者的作用模式。方法:采用品牌学与心理学理论相结合的市场数据进行理论分析。结果:成功品牌会对消费者产生5种心理效应,即差异效应、光环效应、情感效应、魅力效应及附加效应。结论:消费者购买品牌商品分为期待阶段和购买阶段,不同阶段会产生不同的心理效应。
AIM: To explore the psychological effects of brand, and analyze the action mode of brand and consumers. METHODS: The market information was analyzed by brand knowledge combined with psychology. RESULTS: A good brand has five psychological effects such as difference effect, halo effect, emotion effect, charm effect, and addition effect. CONCLUSION: The stages for consumers to purchase products include expectation and purchase, and each stage has different psychological effects.
出处
《中国组织工程研究与临床康复》
CAS
CSCD
北大核心
2007年第52期10693-10696,共4页
Journal of Clinical Rehabilitative Tissue Engineering Research